Measuring the quality of scientific service provided by social media and its effect on students' academic performance: YouTube example

YouTube is one of the most popular social media sites. The heavy use of YouTube by college students has many effects on their academic performance. This study was carried out to investigate the factors affecting the quality of scientific services offered by YouTube and their effect on behavioral intention in academic use of YouTube. In the study, a research model was proposed based on the Technology Acceptance Model (TKM). In addition to the factors in TKM, in the proposed research model; YouTube video quality (VK), content richness (IT) and source reliability (QA) are included. Basically, the effects of these added factors on perceived usefulness (AF), perceived ease of use (SSC) and students' behavioral intentions towards their academic performance were examined with the help of structural equation modeling (SEM). For this purpose, a questionnaire was designed using the literature to measure the factors of the model, the questionnaire was shared on social media and the application was carried out with the voluntary participation of university students.